With Black Friday establishing itself as a British staple, November has become increasingly important to the retail calendar.
After a flat month in October, online retail visits over the full month of November dipped by 2% YoY. This dropped is largely reflected by the 3% decline from Department Stores activity (the category accounting for 44% of the total industry). Department Stores have been hit by major closures and disruptions among top players like Tesco and House of Fraser over the past year, which contributed to a 7% drop on online visits on Black Friday.
Even though online activity was lower, the “quality” of that traffic has improved. The proportion of visits that have led to a purchase were higher in the week before and during Cyber Week. When we collated 30 top retailers, daily conversions in the week before was 7% higher (2.72% average) and 5.5% higher during Cyber Week (3.32%).
Additionally, pure online players in Department Stores, Fast Fashion and Groceries continued to shine. House & Garden (+4%), Food & Drink (+4%) and Health & Beauty (+2%) verticals all grew over the full month of November. On Black Friday, these verticals, particularly Food & Drink (+12% on Black Friday) and House & Garden (+8%), shot up, including the likes of: Amazon, Boohoo, PrettyLittleThing, Matalan, Wayfair, and Ocado.
Whilst we aren’t seeing rocketing results for Cyber Week (something we’ve become use to over the past couple of years), analysis by retail category does show that there are still areas to grow online. Retailers need to collect their learnings from November and gear up for the next peak month of December.
You can also save your seat for our Christmas Unwrapped Webinar here! We deep-dive and unravel key insights from Black Friday, Cyber Week and the Christmas sales periods.
To learn more about these insights, get in touch with us today.